The Art Of Challenging: Why Brands Are “running” Into The Territory Of Culture

The Art Of Challenging: Why Brands Are “running” Into The Territory Of Culture
The Art Of Challenging: Why Brands Are “running” Into The Territory Of Culture

Video: The Art Of Challenging: Why Brands Are “running” Into The Territory Of Culture

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Elsa Schiaparelli, whom fashion historians often call the protostank of the fashion world and an artist who used thread, needle and chalk as materials for cutting, is one of the most striking examples of this. She collaborated with both Jean Cocteau and Salvador Dali, as a result releasing without exaggeration the legendary things - a dress with a lobster, a skeleton dress and a hat in the form of a shoe - which both the history of fashion and the history of art are trying to appropriate for themselves. And Yves Saint Laurent was inspired by Piet Mondrian to create a casual dress in 1965 (by the way, Pierre Berger, Saint Laurent's partner, insisted that fashion is not an art at all, but at the same time he considered Christian Dior, Coco Chanel and Cristobal Balenciaga to be real artists) …

Elsa Schiaparelli (Italian: Elsa Schiaparelli; September 10, 1890, Rome, Italy - November 13, 1973, Paris, France) is a Parisian fashion designer and designer, the creator of the "ready-to-wear" concept. She founded her own Fashion House
Elsa Schiaparelli (Italian: Elsa Schiaparelli; September 10, 1890, Rome, Italy - November 13, 1973, Paris, France) is a Parisian fashion designer and designer, the creator of the "ready-to-wear" concept. She founded her own Fashion House

There are quite a lot of similar examples of the intersection of interests between seemingly and adjacent spheres of life, but nevertheless being in public perception on different sides of the line between “practical” and “spiritual”. And it was they who created a kind of embankment on which the so-called collaborations and cultural projects of large brands of a completely different scale are being built today.

In the mid-1980s, the president of Cartier established the Fondation Cartier pour l'art contemporain, a contemporary art foundation, on the basis of which a Paris museum was opened in 1994, in a building created by the renowned architect Jean Nouvel. A year earlier, Miuccia Prada, together with her husband Patrizio Bertelli, being outright keen collectors of works of contemporary artists, founded the non-profit foundation for the support of contemporary art and architecture Fondazione Prada.

Center for Contemporary Culture Fondation Louis Vuitton
Center for Contemporary Culture Fondation Louis Vuitton

Center for Contemporary Culture Fondation Louis Vuitton © fondationlouisvuitton.fr

In the mid-90s, a large Nicola Trussardi Foundation was formed, and in 2014, the giant LVMH (Louis Vuitton Moet Hennessy) opened a modern culture center Fondation Louis Vuitton in Paris, "settling" it in a new ultra-modern building designed by one of the largest contemporary architects by Frank Gehry, and houses his impressive collection of contemporary art. During its very short history of existence, the foundation managed to please the fans of contemporary art with several worthy exhibitions, which are in no way inferior to the projects of the largest museums like the Pompidou Center or the New York MoMA.

Building for Chanel. Written by Zaha Hadid
Building for Chanel. Written by Zaha Hadid

She remembers the history and numerous collaborations of artists in the fashion field: Tracey Emin created the capsule collection for Longchamp; Louis Vuitton has released collections of bags featuring prints by Takashi Murakami, Yaya Kusama and Cindy Sherman; Zaha Hadid designed the building for Chanel and so on. Contrary to popular belief that commercial companies are so actively penetrating the territory of art and culture in general unilaterally and guided only by their own benefit, it should be noted that museums are studying the same modern fashion on their own territory with no less interest and enthusiasm - remember the sensational and the highly successful 2011 exhibition of Alexander McQueen at the Metropolitan Museum of Art Alexander McQueen: Savage Beauty. And this mutual attraction is precisely the reflection of the true state of affairs.

Louis Vuitton collection with prints by Takashi Murakami
Louis Vuitton collection with prints by Takashi Murakami

1 of 3 Louis Vuitton Collection with prints by Yaya Kusama © press department of Louis Vuitton Louis Vuitton collection with prints created by Cindy Sherman © press department of Louis Vuitton Louis Vuitton collection with prints by Takashi Murakami © onlineonly.christies.com

With the exit of fine arts from the strict walls of the academies of arts at the turn of the 19th and 20th centuries, a new era began in the cultural history of mankind. Having overcome the fierce resistance of supporters of age-old traditions and classics, art eventually ceased to be just a “picture on the wall”, it penetrated everywhere, making everything, in one way or another, art. And this could not but leave its mark on the notorious consumer society. If at one time the development of mass production gave rise to almost euphoria from the opportunity to buy and have things, a lot of things, today, on the contrary, everything mass causes despondency. It is devoid of individuality and character, has no history and a powerful creative impulse behind it, it is not able to inspire and does not make the heart beat faster. At the same time, it is no exaggeration to saythat the phrase “expensive thing” is also morally outdated. If once the possession of luxury goods demonstrated belonging to a certain social circle, now it only says that their owner managed to earn a round sum and had the willpower to lay it out at the boutique's checkout.

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It is noteworthy that the Cadillac company has recently managed to "play" in both territories - both in fashion, organizing, for example, the first ever Men's Fashion Week in New York, and in creating more "art" projects - like the show of alternative designers Public School in Dubai, where, among other things, an

installation was exhibited, the protagonist of which was the Cadilllac XT5.

Nevertheless, it is surprising that on the first day of summer, the brand opens a whole space in New York that mixes modern art, fashion, and perhaps the most important attribute of the daily life of most residents of big cities - good coffee. Every few months, exhibitions will change here, which are curated by the team of the famous magazine about contemporary culture Visionaire. There will also be a pop-up corner of the fashion brand Timo Weiland, and a pair of female perfumers, codenamed 12:29, who are already well known for their work for Rodarte and Lady Gaga, even created their own fragrance for Cadillac House. And this is another interesting "run" into the adjacent territory, because the art of perfumery in recent years has also entered the victorious front, becoming much more than just a pleasant scent in a bottle.

In general, the most obvious tendency of unification, erasing the boundaries between high art and beautiful objects for life is just demonstrated by the examples of such projects. They shape new creative spaces that are about truly inspiring.

More details about the Cadillac House project can be found here.>

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